Event Tourism Guidance

Unit 1

The world of events - history

• First Olympic Games - Greece - 776BC• SA: began with meetings/conferences in

the 1960s and 1970s• Market growth since 1994• Marketed as a business, sports, cultural &

lifestyle destination• WC: 1995 Rugby World Cup (Newlands)• 2010 Soccer World Cup: changes

image/perception of Sa

Benefits for SA

• Address the historical imbalances of the past

• Create a favourable image

• Establishes the destination as a tourist attraction

• Attract repeat visitation

• Create global competitive advantage

• Pride in the local community/support

• “Event management is the process by which an event is planned, prepared, and produced. As with any other form of management, it entails the assessment, definition, acquisition, allocation, direction, control, and analysis of time, finances, people, products, services, and other resources to achieve objectives”.

• “An event manager’s job is to oversee and arrange every aspect of an event, including researching, planning, organizing, implementing, controlling, and evaluating an event’s design, activities, and production”.

The Definition of Event Management

The events industry described

Event tourism is defined as:

-the systematic development

-planning

-marketing

-holding of events as tourist attractions

Event Tourism

Objectives/goals:

-to create a favourable image

-to expand traditional tourism season

-to spread tourism demand evenly

-to attract domestic and foreign visitors

Event Tourism

Event tourist:

-those traveling away from home to a destination for business or pleasure

-stays overnight at a destination

Event visitor:

-returns home the same day

Types of events (genres)

1. Cultural events2. Business or trade events3. Educational events4. Private events5. Sports events6. Art/entertainment events7. Political events8. Recreational events

Sports Event

Segment

Sports Event

Segment

Business and trade

event segment

Business and trade

event segment

Personal (anniversaries, family holidays, rites de passage)Social (parties, galas, reunions)

Personal (anniversaries, family holidays, rites de passage)Social (parties, galas, reunions)

Art & Entertainment Event Segment

Art & Entertainment Event Segment

Educational Event

Segment

Educational Event

Segment

Recreational Events Segment

Recreational Events Segment

Political Event Segment

Political Event Segment

Amusement eventsRecreational sport and games

Amusement eventsRecreational sport and games

Seminars, workshops, clinicsCongresses

Seminars, workshops, clinicsCongresses

Event Genre

Event Genre

ConcertsAward CeremoniesVarious performances

ConcertsAward CeremoniesVarious performances

FestivalsCarnivalsReligious pageantsParadesHeritage commemorations

FestivalsCarnivalsReligious pageantsParadesHeritage commemorations

InaugurationsInvesturesVIP visitsrallies

InaugurationsInvesturesVIP visitsrallies

ProfessionalAmateur

ProfessionalAmateur

Cultural Events

Cultural Events

Private Event Segment

Private Event Segment

Fairs, markets, salesTrade showsExpositionsMeetings and conferencesPublicity eventsFund-raiser events Incentive events

Fairs, markets, salesTrade showsExpositionsMeetings and conferencesPublicity eventsFund-raiser events Incentive events

Class activity (discussion)

• It is expected of you to provide two examples of existing Western Cape events for each event genre (16 events)

Trends and Dynamics• Major trends in the Events Industry (additional

handouts)